Posts made in November, 2020

on Nov 25, 2020

By Eleanor Lim The results of the Drum Awards for Out of Home have been announced for 2020, with the BBC, Klarna, Dettol and Spotify among the winning advertisers. 2020 has been a particularly challenging year for out-of-home. Thanks to a string of lockdowns and a rise in working from home, fewer people are commuting, shopping and generally spending time outside. But out-of-home remains a prestigious and exciting field, defying the rise of digital advertising by creating effective, innovative work. The Drum Awards for Out of Home reward the best work from creatives and strategic thinkers, that have struck a chord with consumers and Read full story › Source: The Drum...

on Nov 25, 2020

By Charlotte McEleny While businesses across Asia continue to navigate this challenging period, it’s important for them to see the changing needs of their customers as opportunities to thrive and emerge from this pandemic stronger. Salesforce’s sixth edition of the ‘State of Marketing’ report dives into the Marketing trends that will drive clarity in decision-making as marketers look to answer the question: what’s next? The findings of the 2020 report highlight strategic priorities, challenges, and technologies that will transform the marketing industry. The top three Marketing priorities in the Asia Pacific region include innovating, improving the use of tools and technologies, and engaging with Read full story › Source: The Drum...

on Nov 25, 2020

By Charlotte McEleny The ‘holy grail’ of marketing is to get personalisation through effective use of data, and understanding how to do that in a way that has privacy and consumer experience at its heart is one of the biggest challenges marketers face. In a year that’s accelerated the speed of change like no other, collecting, reading and understanding the signals that allow businesses to make better decisions is critical. For many brands, data has the power to be a competitive advantage, particularly when the opportunity is connected to strategic and creative thinking. To get under the hood of this important challenge, WPP set four Read full story › Source: The Drum...

on Nov 25, 2020

By Shawn Lim In 2019, South Korea became the first country to launch commercial 5G services nationally. The country’s largest wireless carrier SK Telecom takes The Drum inside a campaign it worked on with Google which made use of 5G to create unique, immersive and interactive consumer experiences. In the midst of reviewing various ideas for a new campaign, Hui Kang Yea, the vice president and head of brand marketing group at SK Telecom says the telco came across the ‘Barrier Free Cultural Property Viewing Policy’ of the Cultural Heritage Administration of the Republic of Korea and thought it could bring synergy with Read full story › Source: The Drum...

on Nov 24, 2020

By Raghu Bhat The recent onslaught of cause-led communication has created a scenario where every brand is asking itself: ‘what higher order purpose can I adopt? How can I make a difference to the world?’ Raghu Bhat, co-founder of Scarecrow M&C Saatchi suggests that as communication experts, agencies should not become a slave to formula and start listening to what ‘diverse’ customers are saying, instead of only to people who think like ‘us’. About 10 years ago, brands hit upon a startling discovery! The consumer is not merely a consumer. Rather, he or she is an environmental activist, a philanthrope, a moral compass or Read full story › Source: The Drum...